Mobile strategy should focus on the user and providing content and ads tailored to the user's specific mobile context, not focus on individual devices or platforms. The mobile context includes variables like screen size, connection speed, location, and time of day. A successful mobile strategy for a media brand provides the most relevant news content and ads to the user on every mobile screen in their context. It recognizes that mobile usage has surpassed desktop in many markets, just as the laptop did to the desktop 20 years ago, so the strategy should be "mobile first".

1. DDMA - Mobile Wave
1
Brechtje de Leij – Sr. Productmanager Mobile

2. Mobile strategy
“Having a Mobile Strategy is Like
Having a Laptop Strategy
20 Years Ago”
Bron: AdAge Digital by Jon Steinberg 21 November 2012

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CONTENT
BRAND
CONTEXT
(mobile)
USER
Mobile strategy

4. Mobile context mayhem
• Mobile site / App
– Different app versions.
• Platforms
– Android, iOS, Windows7.8,
Windows8, BB7, BB10,
Bada, Symbian, etc.
– Different software versions.
• Hardware
– From expensive to cheap.
– Users have multiple
connected devices.
• Screen sizes
– Smartphone - phablet -
tablet and all in between.
• Connection speed
– Wifi, 2G, 3G, 4G.
• Time
– Morning, during the day,
evening.
• Place
– Bedroom, couch, public
transport, at work, toilet, etc.
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5. Strategy NU.nl
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(mobile)
USER
#1 media brand
Latest news
Quick overview
#1 mobiel
(First) on every
screen#1 news website
Relevance

6. Mobile device use
6

7. Mobile platform use
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Traffic on a typical day NU.nl

8. The Ultimate Battle – iOS vs Android
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9. 9
Advertising

10. Added value in ads
10

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Mobile is like online 10 yrs ago..

12. “Native” advertisement
12

13. Calendermelding
“Use unique activation” advertisement
Click2Calendar

14. “Use that mobile context” advertisement
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Half page banner In-app video Store locator

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The right question in the right context

16. Sites ánd advertising go responsive
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brechtje@nu.nl
@brechtjedeleij of #nieuwnu
Questions & feedback